HINT: It’s not a word, or a logo
Apple has a trademark registration for the Apple Store Design. Building a valuable brand begins with selecting, then protecting a word and logo to represent the good will of a company. Brand names and trademarks are the means by which the public recognizes a particular product. Once established, a brand name conjures up an association in the consumer’s mind albeit unconscious, and hopefully the association is positive.
Trademark registration is available for more than words and logos. Trademark registration can be obtained for trade dress. Protection for trade dress should not be overlooked by new brands, especially where there is a product which introduces a distinct look and feel to the product design.
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